Ilulissat in Greenland has been the center of controversy and soft hostility against tourism operators and mass tourism, with little revenue and sustainability concerns. Visit Greenland CEO Anne Nivíka Grødem issued a warning in an open letter to the people of Greenland.
Ilulissat is a coastal town in western Greenland. It’s known for the Ilulissat Icefjord and huge icebergs in Disko Bay, shed by the Sermeq Kujalleq glacier. Trails run to the Sermermiut settlement for dramatic views over the ice. The Ilulissat Museum traces the area’s history and the life of local-born explorer Knud Rasmussen. The area is home to thousands of Greenland dogs, used for dog sledding.
As the Danish territory, even the U.S. President loves so much, with a population of 56,500, prepares to welcome a record number of visitors this year, the Parliament has passed a law designed to encourage local businesses and limit the arrival of large cruise ships.
Concern about tourism conflict in Ilulissat
At Visit Greenland, we strive to enhance Greenland’s international reputation and ensure that tourism evolves in a manner that benefits society as a whole. This is a task that requires patience, dialogue, and collaboration among many stakeholders, both locally and internationally.
That is why we view the recent developments in Ilulissat with great concern, where local calls for protest against certain tourism operators have led to unrest and uncertainty. This not only affects our visitors but also disrupts the collaboration between those who contribute to creating jobs and income in the town.
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When a public authority calls for confrontation instead of dialogue, it becomes difficult to find common ground – and that can have serious consequences, not just for a single business, but for the entire region. We have already received reports of cruise ship cancellations as a direct result of the current situation. This means lost revenue and uncertainty for locals who depend on or work within the tourism sector. At the same time, it sends a message to the outside world that Greenland is not a safe or well-organized travel destination. That trust is something we have spent many years building together – and it is something we must protect.
Tourism is not a zero-sum game.
There must be space for criticism and concerns. And when problems arise, they must be taken seriously. However, we believe that solutions are best found through dialogue and collaboration, rather than through public campaigns targeting individual operators.
That only creates division and distracts from what truly matters: how we work together to ensure that tourism benefits local communities.
Tourism can stir strong emotions – especially when people feel that the gains are not felt at the local level. One of the recurring issues in the current debate is the perception that it is mainly foreign operators who profit from tourism, and that too little remains in the local area. This is a real and understandable concern, and it must be addressed.
We acknowledge that some may feel left out or powerless when large ships arrive and guests pass quickly through the town without truly engaging in local life. But it’s important to understand that tourism is not a zero-sum game, where one party’s gain is another’s loss. When visitors come to Ilulissat and spend money on accommodation, food, souvenirs, tours, and transport, the economic value ripples through many layers – even to those not directly working in tourism. This includes cleaning staff, fishermen, tradespeople, supply chains, cafés, taxi drivers, and suppliers to hotels and restaurants. The tourism economy must therefore be understood more broadly and in a broader perspective.
Collaboration is the path to sustainable tourism.
At Visit Greenland, we share the desire for a greater share of tourism revenue to remain in local communities – and, importantly, for more locals to have the opportunity to engage in the industry on their own terms. This goal is at the core of our efforts.
We recognize that this requires targeted investment in local businesses, improved access to education and skills development, a willingness to collaborate – and above all, time. Development does not happen overnight. It takes patience, planning, and a shared sense of direction.
Tourism development as we see it today is the result of many years of hard work and investment by both local and international actors – people who have taken risks and helped lay the foundation we now stand on. This is also true in Ilulissat, where tourism has largely been driven by pioneers – both Greenlandic and international – who have developed products, attracted guests, and helped put the town on the world map. It is therefore important to recognize that the value created by tourism is the result of decades of collaboration across borders.
We fully understand the desire for a greater share of tourism revenues to remain within the local community. It is an important and legitimate goal – and one we share. But reaching that goal requires us to build on what has already been created, not tear down the bridges that were essential to getting us here. Without that collective effort, we wouldn’t be facing the opportunities we have today.
The solution is not to turn our backs on international partnerships or exclude actors from the table. On the contrary, it is through collaboration that local capacity can be strengthened and new opportunities arise. We cannot build a sustainable tourism industry in isolation – but we can, and must, do it on our own terms, rooted in local ownership and with respect for all of us who live here.
Tourism affects real people in real communities. That is why Visit Greenland strongly condemns actions that create unnecessary conflict, misinformation, and mistrust. Disagreements and frustrations are a natural part of change, but we move forward best when we communicate with each other, listen, and work toward shared solutions.
Visit Greenland, Anne Nivíka Grødem, CEO
The current CEO, Anne Nivíka Grødem, assumed her position as CEO of Visit Greenland on August 1, 2022. Anne Nivíka comes from a job as deputy manager at Sermersooq Business, where she worked for several years in business and destination development. She was born and raised in Ilulissat and has extensive experience as an entrepreneur and project manager in Greenland.
